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Kum & Go Adds Pure Energy to Beverage Offerings

The zero calorie energy drink will reach 10,000 retailers with the help of the c-store chain and distributor Farner-Bocken.

January 4, 2011, 07:00 pm

WEST DES MOINES, Iowa -- Kum & Go and distributor Farner-Bocken are joining together to bring Pure Energy, a new zero calorie energy drink, to 11 states across the Midwest. The deal will allow Buffalo, N.Y.-based Green & Co., the maker of the energy drink, to market the new product to as many as 10,000 retailers.

Pure Energy is one of almost 15 products the company owns and intends to launch over the next three years. The contract with Kum & Go and Farner-Bocken will boost the company’s revenue by approximately 2.5 million by 2012 and create as many as 10 new positions, according to BevNET.com.

"We see a pervasive trend towards zero sugar, zero calorie beverages, and as a new energy drink, Pure fits well into those offerings," said Richard Ginther, Kum & Go category manager. Currently, the energy replacement products market is roughly $30.4 billion and is expected to grow with the 18-to-30-year-old consumer segment.

"From its label to its formula, Pure was made with health conscious and trendsetting consumers in mind," explained Garrett Green, chief executive officer of Green & Co. "We wanted to reintroduce a wider range of people to the concept of a cold, caffeinated beverage using clean, gender neutral packaging that doesn’t scare women or health and image conscious men."